MDM640 Questionnaire Reflection

SilviaH_Reflection-01

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Questionnaire Results Summary

In total, fifty people responded to the questionnaire. The main target for this questionnaire were people that lived in the area or interacted with the area on a regular basis. Since Andover is such a family orientated community it was important that the brand appealed to a spectrum of people. This questionnaire was posted to my Facebook. I did not know a lot of people, especially those that fit the target unfortunately. I did know a handful of people who had lots of friends that were though. So, I asked them to share the link on their pages as well and that gave me more respondents than I had ever hoped for.

I anticipated that the color scheme would do well because it was derived from colors found in the landscape and the architecture. I also anticipated that the tote bag would do well because outdoor sales events and crafting conventions are very popular around here. People always like to bring their own tote bags to these events. Stores in Wichita are also starting to eliminate plastic bags so that has added to the demand of totes. The lack of interest in the bumper sticker/magnet was not surprising because most people do not like to use them around here. The most surprising response was the issue with the name. Some people had issue with the term Strip. It was meant to be a play on Sunset Strip and the Las Vegas Strip, and it comes from the fact that Andover used to just be a strip of road. These comments only made up a very small amount of the respondents but the fact that it was a repeated while the other comments were varied is a cause for concern. These comments also came from older demographics and while they make up a smaller percentage of the population, they make up a bigger percentage of the spenders. So, I’m not sure how seriously to take it. Another unexpected response was how well the billboard did. I had many issues trying to come up with a design for this asset and am still not one hundred percent happy with it. The asset though, did overwhelming well on the questionnaire though.

The overall response was positive. The added features like the calendar and the stylus make them worth the extra cost in production. Especially since the pen was the most popular item. People enjoyed the colors and the designs promoted a warm, friendly environment. This means the brand’s main voice is getting through. The responses also indicate that the assets would work well in getting the brand exposure. The designs were eye catching enough to make people interested but not so gaudy or childish that people did not want them around.

Launch Questionnaire

The questionnaire for the Andover Strip can be found here: https://forms.gle/PZSSJ67kLYcL82eH7

Here is a copy:

Andover Strip Questionnaire

In our Master’s Program, we were tasked with establishing a new district identity in our communities. A district identity is similar to how Wichita has Old Town or the WaterWalk. The Andover Strip is a district created along Andover Road that has a large concentration of businesses and residential areas. On top of having many locally owned shops, the Strip also hosts a lot of tent sales, farmers markets, workshops, etc. One of our assignments was to create a collection of assets for the new brand. We created a billboard for the entrances to the area, pole banners, a bumper sticker/magnet, a pen, a tote bag, and a notebook. The assets need to look cohesive and convey the district’s identity. This questionnaire is to poll the community’s opinion about the assets to see if any changes need to be made to the designs.

An overview of the project can be found here:
https://hcsmasteryjournal.wordpress.com/2019/08/25/andover-strip-media-assets-final-draft/

Here is a map of the proposed district:

SilviaH_Revised Boundry-01

  1. Does having a calendar on the inside cover make this notebook more appealing?

Notebook_demos

  • Definitely yes
  • Kind of
  • No opinion
  • Not really
  • Definitely no

 

2. Check 1-3 places you’d be likely to use this tote bag.

Tote_demo

  • Grocery Store
  • Farmers Markets
  • Garage Sales
  • School
  • My Workplace
  • My Home
  • I would not use this item
  • Other

 

3. Does combining a stylus into this pen make it more appealing?

Pen_demo

  • Definitely yes
  • Kind of
  • No opinion
  • Not really
  • Definitely no

 

4. Do you like to decorate your gear with stickers/magnets (i.e. car bumper, bag, fridge, computer)?

  • Definitely yes
  • Sometimes
  • No opinion
  • Not really
  • Never

 

5. Which two assets would you prefer to have the most?

  • Bumper Sticker/Magnet
    • BS_Mag_002
  • Tote bag
    • Tote_demo
  • Pen
    • Pen_demo
  • Notebook
    • Notebook_demo
  • I do not want any of these products

 

6. Do you think these banners would add to the quality to the area?

  • Definitely yes
  • Kind of
  • No opinion
  • Not really
  • Definitely not

 

7. Would this sign catch your eye while driving or stuck at a light?

Signage_demo01

  • Definitely yes
  • Possibly
  • No opinion
  • Unlikely
  • Definitely not

 

8. Do the designs of all the assets give you a sense of the district overall?

  • Definitely yes
  • Kind of
  • No opinion
  • Not really
  • Definitely not

 

9. Do the designs of all the assets seem to portray a friendly environment overall?

  • Definitely yes
  • Kind of
  • No opinion
  • Not really
  • Definitely not

 

10. Any other thoughts you would like to share about the project?

_______________________________________________

 

Demographics

These next questions are to analyze how different demographics feel about the project. Your name is not recorded and you do not have to answer them if you prefer.

11. Select your gender.

  • Female
  • Male
  • Prefer not to answer

 

12. Select your age.

  • I’m younger than 18.
  • 18-20
  • 21-29
  • 30-39
  • 40-49
  • 50-59
  • 60-69
  • 70 or older
  • Prefer not to answer

 

13. Select your income bracket.

  • $10K or less
  • $11K-$25K
  • $26K-$40K
  • $41K-$60K
  • $61K-$100K
  • $101K-$150K
  • $151K-$200K
  • $201K or more
  • Prefer not to answer

 

14. Which of the following best describes your race/ethnicity?

  • White
  • Black or African American
  • Asian
  • Native American
  • Pacific Islander
  • Latinx or Hispanic
  • Mixed Race
  • Prefer not to answer
  • Other

 

15. How far from Andover, KS do you live?

  • I live in Andover
  • Less than 5 miles
  • 6-10 miles
  • More than 10 miles
  • Prefer not to answer

 

Initial Questionnaire

Does having a calendar on the inside cover make this more appealing?

Definitely yes Kind of No opinion Not really Definitely not

This question was chosen because it asks the user about the importance of an element in the asset. This will help decide if the calendar is worth the extra $1.50 in the production cost.

 

Does this design give you a sense of the district?

Definitely yes Kind of No opinion Not really Definitely not

This helps gauge the effectiveness of the notebook’s design. It also explores whether the photos work to portray the district.

 

Would you use this item on a regular basis in your life?

Definitely yes Kind of No opinion Not really Definitely not

The benefit of the tote bag is that it can advertise the district in the surrounding areas. This only works if people are willing to use it though. The question helps gauge the usability.

 

Check 1-3 places you’d be likely to use this.

  • Grocery store
  • Farmers market
  • Garage sales
  • School
  • My workplace
  • My home
  • Other
  • I would not use this item

This also helps measure the effectiveness of the tote bag. By finding out where people will use the asset it will help give an idea of how often it will be seen.

 

Does combining a stylus into this pen make it more appealing?

Definitely yes Kind of No opinion Not really Definitely not

Picking a pen that doubles as a stylus helps incorporate the characteristic dynamic and gives the promotional item an edge. But again, it is an added cost and the design can be applied to a regular pen. This question helps gauge if the added cost is worth it.

 

Would you use this pen on a regular basis?

Definitely yes Kind of No opinion Not really Definitely not

This measures how often the pen will be used and therefore how much value it would have to the owner. The more value the more likely it will be kept around.

 

Do you like to decorate your gear with stickers/magnets (i.e. car bumper, bag, fridge, computer)?

Definitely yes Maybe No opinion Probably not Definitely not

This helps establish if the target audience is the type to decorate their belongings. By figuring this out, it will show whether assets like stickers and magnets would be effective.

 

Which two assets would you prefer to have the most?

  • Bumper Sticker/Magnet
  • Tote Bag
  • Pen
  • Notebook

This helps figure out which assets would be the most popular. This will help provide the client with insight about which assets to stock more of.

 

Do the asset designs seem to portray a friendly environment overall?

Definitely yes Kind of No opinion Not really Definitely not

This will help to identify if the designs used on all the assets are conveying the type of image the brand needs. If it isn’t then tweaks can be made.

 

Briefly describe what type(s) of feelings these designs seem to convey?

 

 

This also helps nail down whether the designs are portraying the type of community that the brand is. Since this is an open-ended question though, it opens it up to more perceptions I may not be aware of.

Research for Questionnaire

Target Group:

Ideal areas: Wichita, Andover, Rose Hill, Augusta

Enjoys being outside.

Enjoys walking or biking through urban areas.

Likes locally owned businesses.

Likes locally produced products.

 

Purpose of project:

The purpose of this project was to create a series of assets to help promote the identity of the Andover Strip. The Andover Strip is a district created along Andover Road that has a large concentration of businesses and residential areas. On top of having many locally owned shops, the Strip also hosts a lot of tent sales, festivals, farmers markets, etc. We created a billboard for the entrances to the area, pole banners, a bumper sticker/magnet, a pen, a tote bag, and a notebook. The assets need to look cohesive and convey the district’s identity.

 

Sinage-01

Billboard

 

Pole Banners

 

BS_Mag_002

Bumper Sticker/Magnet

 

Notebook_demos

Notebook (5in x 8in)

 

Pen_demo

Pen

 

Tote_demo

Tote Bag

 

  1. Would you want to receive this notebook as a freebie?
Definitely yes Kind of No opinion Not really Definitely not

This is one of the more expensive items and will take up the most inventory space. This product will also only do its job of advertising the area if people want to keep it around. Personally, I am always excited to get a free notebook because I am constantly jotting down notes or drawing. But as Stone (2013) states, “[g]ood design is not about personal preference, yours or your clients…[designers] must reach past their own personal likes and dislikes to tap into what the target audience prefers”. This question measures how successful the notebook will be and give the client an idea about how many they should order.

 

  1. Does having a calendar on the inside cover make this more appealing?
Definitely yes Kind of No opinion Not really Definitely not

Adding a calendar to the inside cover will be an extra cost to production. So, before the client has ordered, it will be worth it to gauge if users even want it in there. J. O’Grady and K. O’Grady (2009) explain that surveys and questionnaires can help measure the users’ satisfaction with new products or features (p. 48). This question will gauge how successful the calendars can be. If the results show that people do not like the calendars or they don’t care either way, the client may consider leaving off the calendar and saving money on production.

 

  1. Does this design give you a sense of the district?
Definitely yes Kind of No opinion Not really Definitely not

The ultimate purpose is to get the notebook to remind people of the district. The road texture and the logo are meant to show the design identity of the Strip. The photos help to showcase the actual area. This way when they drive by/through people will see these same landmarks and be reminded of the brand. A questionnaire helps to “deepen the understanding of the product’s strengths and weaknesses” (Chisnell, Rubin, & Spool, 2008). By adding this question, it helps establish whether the imagery is helping build onto the identity.

 

  1. Would you use this item on a regular basis in your life?
Definitely yes Kind of No opinion Not really Definitely not

One of the reasons this asset was chosen was because of its sphere of influence. The idea is that after people receive this product, they will use it in other aspects of their lives. Including a question like this helps to gauge the users’ feelings and expectations about the product (Chisnell, Rubin, & Spool, 2008). By finding out how often this product will be used with help estimate the impact it will have in the surrounding communities.

 

  1. Check 1-3 places you’d be likely to use this.
  • Grocery store
  • Farmers market
  • Garage sales
  • School
  • My workplace
  • My home
  • Other
  • I would not use this item

The point of this question is to figure where and how often someone might use this product. Depending on where they use the tote bag may indicate how often they will use it and how often it will be seen by others. By structuring it into a checkbox answer it helps provide flexibility. As Martin (2017) explains “[o]pen-ended questions provide opportunity for depth of response, whereas closed-ended questions are easier to numerically analyze and communicate”. This system allows the best of both. By having users check 1-3 answers, it gives them some flexibility to answer this question according to the context of their own life. But because it uses a set number of possible answers it helps collect data in a way that is easy to measure. It is easy to calculate how many people checked Grocery store as one of their answers. It will take time to have people comb through a textbox to find out what people wrote.

 

  1. Does combining a stylus into this pen make it more appealing?
Definitely yes Kind of No opinion Not really Definitely not

The stylus/pen combo was to help give this promotional product an edge. Again though, this is an added cost and the client may want to use the design on a cheaper product. By using a Likert Scale, it helps to gauge the users’ excitement for this type of product. Harrison (2008) explains that providing a range for even single answer questions helps to eliminate confusion for people that may be on the fence. By having a scale that can show if people really like having the stylus, don’t care either way, kind of like having, etc. it can give the client an idea about whether the extra cost is worth it.

 

  1. Would you use this pen on a regular basis?
Definitely yes Kind of No opinion Not really Definitely not

Finding a design and product that people will use on a regular basis will help with exposure for the brand. Adding this type of question can help to establish not just the users’ first impression but how much value they put into the potential functionality of the product (Chisnell, Rubin, & Spool, 2008). Understanding this is especially important since pens are a common promotional item. By establishing how much the user would value this product, it could be indicative into how often they will use it compared to their other pens.

 

  1. Do you like to decorate your gear with stickers/magnets (i.e. car bumper, bag, fridge, computer)?
Definitely yes Maybe No opinion Probably not Definitely not

This is to measure how likely people are to use this product. It is important to understand not only the usability of the product but the desire to preform said task (Chisnell, Rubin, & Spool, 2008). If the group shows that they do not like to use these types of products, then it won’t be worth putting money into the asset past the mailing campaign. If they do, then investing in products that let them customize their gear would be a good option.

 

  1. Do you think this design fits in with the design of the other assets?
Definitely yes Kind of No opinion Not really Definitely not

This question is meant to figure out if this asset is cohesive with the rest of the assets. The position of this question is meant to be at the end of the assets that people can take home. This gives them an idea of what the rest of the collection looks like and if it seems like a piece that would fit in with the other products around their home. The Likert scale is good “for measuring opinions, attitudes, and beliefs, and consequently they are widely used for evaluating user satisfaction with products” (Preece, Rogers, & Sharp, 2011). This makes it a good scale to measure an answer that is more than yes or no.

 

  1. Which two assets would you prefer to have the most?
  • Bumper Sticker/Magnet
  • Tote Bag
  • Pen
  • Notebook

This is meant to indicate which assets would be more popular and where the client should focus production costs. This plays into understanding not only the appeal of the product but the desire to actually use said products (Chisnell, Rubin, & Spool, 2008). By figuring out which products would be more popular, the Strip can figure out how much to stock. This can also set up which assets to update as the brand evolves in the future.

 

  1. Do you think these banners would add a higher quality to the area?
Definitely yes Kind of No opinion Not really Definitely not

Since these will be displayed throughout the district it is important to understand if these add to the district or hurt it. Establishing the first impressions can help to prime the group for the usability stage (Chisnell, Rubin, & Spool, 2008). This is important since the questionnaire will be targeted at people who live in the area and are likely to come to the district.

 

  1. Would this sign catch your eye while driving or stuck at a light?
Definitely yes Kind of No opinion Not really Definitely not

This is to establish how well this sign would work to catch attention. It also measures how interesting they find it. This particular asset went through a lot of redesigns so checking effectiveness is important. A questionnaire can help clarify, confirm, and shine a light on potential issues (Parker & Rea, 2014). This question will hopefully show if this design still has issues.

 

Overall

  1. Do the asset designs seem to portray a friendly environment overall?
Definitely yes Kind of No opinion Not really Definitely not

I added questions about the designs of all the products after having the user examine each one to help establish their understanding. Earlier questions can influence later questions (Preece, Rogers, & Sharp, 2011). By having users analyze each individual asset first they now have an idea of their impact and interest. This will help them analyze how they work together better.

 

  1. Do these assets seem like they come from the same type of community?
Definitely yes Kind of No opinion Not really Definitely not

This is to test the overall look of the collection. Now that the user has looked at each individual piece, they can better analyze how they all fit together. Having this set up as a closed question helps to establish clarity. Parker and Rea (2014) explain that “[a]nother advantage is that the fixed list of response possibilities tends to make the question clearer to the respondent”. So, this will help the user narrow down their thoughts.

 

  1. Briefly describe what type(s) of feelings these designs seem to convey?

I picked this type of question because it allows for a wider range of responses. And as it is stated in Learning Design Research open ended questions “give users the ability to elaborate or respond in a way that we might not have predicted” (Acayo & Schwanbeck, 2015). This will help make me aware of any perceptions that I did not anticipate. I only included one open ended question so that participants don’t feel over worked and so it won’t take as much time to analyze the data.

 

References

Acayo, P., & Schwanbeck, A. (2015, February). Learning Design Research. Retrieved from https://www.lynda.com/Design-Foundations-tutorials/Questionnairesurvey/182890/373887-4.html?org=fullsail.edu

Chisnell, D., Rubin, J., & Spool, J. M. (2008). Handbook of usability testing: how to plan, design, and conduct effective tests. Indianapolis: Wiley. Retrieved from https://ce.safaribooksonline.com/book/software-engineering-and-development/software-testing/9780470185483

Harrison, C. (2008, November 3). Harvard University Program on Survey Research. Retrieved from https://psr.iq.harvard.edu/files/psr/files/PSRQuestionnaireTipSheet_0.pdf

Martin, B. (2017). Pocket universal methods of design – 100 ways to research complex problems. Rockport Publishers Inc. Retrieved from https://ce.safaribooksonline.com/book/design/9781631595349

O’Grady, J. V., & O’Grady, K. (2009). Designers Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need. Rockport Publishers. Retrieved from https://ce.safaribooksonline.com/book/graphic-design/9781592535576

Parker, R. A., & Rea, L. M. (2014). Designing and conducting survey research: a comprehensive guide. San Francisco: Jossey-Bass. Retrieved from https://ce.safaribooksonline.com/book/social-sciences/9781118767023

Preece, J., Rogers, Y., & Sharp, H. (2011). Interaction design: beyond human-computer interaction [3rd Edition]. Chichester, West Sussex, U.K.: Wiley. Retrieved from https://ce.safaribooksonline.com/book/web-development/usability/9780470665763

Stone, T. L. (2013, September). Running a Design Business: Creative Briefs. Retrieved from https://www.lynda.com/Design-Business-tutorials/Evaluating-design-based-creative-brief/114320/148463-4.html?org=fullsail.edu

 

Andover Strip Debrief

What was the original Problem to be solved by creating new identity branding? Has the purpose of the brand been met in your materials?

The original problem was that Andover needed an identifiable district that would pull more of the through traffic into the businesses. Previously, Andover was only seen as a suburb of Wichita. Its biggest pulls were that it’s one of the best places for home ownership and the school district does well. These are good benefits for permanent residents but there wasn’t a lot to pull in people moving through the area. By creating the Andover Strip, it creates a place that will persuade people to stop by. The city has the amphitheater but that can only be used a few times during the warmer months. The YMCA is also a big pull but the range of people it appeals to is limited. The Andover Strip creates something that can be promoted and utilized all year round and it gets the local businesses involved because more people coming to the area means more customers. The purpose is met in the materials because one: it introduces the district to people and two: assets like the billboard and notebook can actively show images of the area and its amenities.

 

Will the brand identity and asset designs be perceived as appropriate to the brand attributes? What aspect(s) of the design, specifically, make it so?

The designs play on warm by using bright colors and imagery of the sun. Familiar and authentic is shown by using images or graphics showing the community. Dynamic is shown through use of the strip itself and using lines and shapes that resemble a strip of road. All the assets also stick closely to the color palette which helps establish a visual identity.

 

Does the design convey the intended message? If so, explain how. If not, how might this be corrected?

The designs convey the intended message that this district is a warm and friendly place. One way this is done is through the imagery of the logo. The sun portrays warmth and the rising sun creates an uplifting feeling. The other design elements used in the assets make sure to use saturated colors to make the pieces bright and colorful.

 

Are the media choices effective in sharing the community’s brand? Explain how the design leads to increased interest or better visibility.

The signs are effective because they use bright colors to grab attention as people drive down the streets. The rest of the assets are objects that will be highly visible outside the community or will change hands. Items like the bag and the sticker will be seen by the owner’s sphere of influence when they use the bag at the market or drive around with the sticker on their car. The pen and the notebook serve as a constant reminder of the district as they are kept on a desk or carried around for notes. A pen is also something that is shared or borrowed. The designs use the name of the district and the logo in prominent places to help build recognition.

 

Is the design expected or unexpected? Is that good or bad? Explain why.

The design is a bit unexpected. The core of the brand has remained fairly consistent in that it focuses on promoting the compassion and empathy that the businesses and people have for their community. How it evolved visually was unexpected though. Originally to tie in the fact that the area promoted movement and that it was dynamic, I was going to incorporate more curves into designs. During a brainstorming session though, I came across a logo design that looked good but used straight lines. This meant I had to adjust the visual identity accordingly. This is good because these are what the early stages are meant for. The first idea is rarely the best. So better if solutions are found during the development stages they should be implemented. It is better to experiment now rather than after the assets have been implemented.

 

Is there anything about the design that should be finessed, adjusted, or reconsidered?

I would add a wider range of custom graphics. Using photos works well to familiarize people with the area. Custom graphics though work for projects that need simplicity or good contrast. I would also incorporate more simplicity into designing the assets. I would try to use space more effectively and keep design to one or two elements rather than just trying to stuff the canvas.

Andover Strip Media Assets Final Draft

(Click to enlarge images)

Signage

Billboards have the ability to advertise to people while they are on the move or while they are stuck at a light. Signage like this though needs a design that can pull the eyes of the drivers. A study found that because the viewer’s attention can easily be focused somewhere else, the signage needs to also be not only creative but also conspicuous (Wilson, Baack, & Till, 2015, p. 255). This design does this by using bright colors to draw the eye. Billboards along Kellogg would be the best choice for location. Much of the traffic that the district sees are people traveling from smaller towns like Augusta, Winfield, Rosehill, etc. to Wichita. Kellogg is going to be the route most of them will take. One of these signs can catch their eye on their commute and then the pole banners can help steer them further into the district. This sticks to the brand by using mostly warm colors to help promote that this is a friendly environment. The pictures of the shop and squares help to tie in the business aspect.

 

Pole Banners

Banners_demo

This asset will help connect the brand to the physical location. It will act similar to the signage and catch people’s attention as they drive through the area. Also, once the hardware is set up, these banners can be switched out. Other areas that have used pole banners do so to “let the community know about upcoming events while also adding a pop of color to single color light poles” (AMI Graphics, 2017). Since the area hosts special events, tent sales, festivals, etc. these banners can be switched out to advertise these events. Or new banners for the area can be made to reflect holidays or the time of year. These banners act to build recognition and introduce the area’s benefit. The banners feature the logo which will help people remember it and connect it to the area. Shopping and Food ties in the business side of the brand while the Family ties in the residential area.

 

Bumper Sticker/Magnet

This asset will work well as an introductory item for the brand. Stickers and magnets are fairly cheap to make, and they would easily fit into an envelope. Using a mailing campaign will help launch the brand. It will also give the local businesses a reintroduction to those that live in the area. In an article written by Ott (2001) she states that “[a]dding a reasonably priced promotional product to a direct mail promotion usually generates far greater response rates, which reduces the cost per unit of the mailing and increases your success”. While whatever flyer is included may be thrown away, they are more likely to keep a freebie. This then leaves a reminder of the brand in their home. Since these types of assets are small, the design is left simple in favour of clarity. The white background helps the sticker and the imagery stick out from the color of the surface it is applied to. This keeps the brand identity by using the logo and combining it with the tagline, and number to the information center. It communicates the essentials of the identity and gives the viewer an avenue to find out more information.

 

Tote Bag

The Andover Strip promotes movement with pedestrian friendly roads and many outdoor events. It is common to walk from shop to shop or stall to stall. This means that at the end of your time you could be left carrying close to a dozen bags. Offering totes as a freebie at festivals or block parties would one: make the visitor view the event more favorably and two: would make it easier to carry any goods they buy. A tote bag is not only a good promotional item for these events, but it can also be used in other areas of that person’s life. Alderton (2010) writes that the tote bag is such an effective branding opportunity because people use them so often at other events/meetings or as everyday briefcases. Now that more stores are starting to eliminate plastic bags, reusable totes are becoming more in demand. Having the totes used in their daily lives will also help with keeping the brand in mind during the winter when the area can’t hold as many outdoor events. This communicates the brand through the logo and the use of the Andover blue.

 

Pen

Pen_demo00-01Pen_demo

The main benefits of this asset are that it can be paired with the notebook and pens are often shared. The pen can be clipped onto the spine of the notebook to make a complete set. This will increase the chances that people will keep the items around and use them. But if there is not enough money to buy a large number of notebooks, the pens can still be made in large quantities. They are cheap to order and do not take too much inventory space. The article, The Pros and Cons of Promotional Products states that pens are often shared so they are passed around between many hands (Richard, 2017). If one person gets this pen, then they will lend it out to a friend that asks to barrow one. Or they could take it to work and someone will grab it from their desk. This will lead to more exposure for the brand. This helps communicate the brand through the color of the pen and keeping the logo at the fore front. By placing the logo at the top of the pen it keeps it visible even while using the item. The particular pen I have picked out also doubles as a stylus so the owner can switch between paper and screen. The double use also plays on the characteristic dynamic.

 

Notebook

(5in x 8in)

The brand is communicated through this asset by the use of the color palette, the logo, and the imagery. Since this asset allows for full color printing, the entire color palette is able to be utilized. The main idea for the notebook is that people would keep it on their desk or carry it around with them for notes. By having the logo and the district name on the front it allows for exposure to not just the owner but anyone that sees the notebook. The images on the front also feature the benefits, scenery, and businesses in the area. This helps give the viewer an idea of what the district is rather than just an abstract idea. The imagery acts as an advertisement. This is a benefit to this type of asset. Notebooks are able to combine functionality with traditional advertising. McMarthy and Fram (2008) conducted a study where promotional items that integrated traditional print advertising into their forms had increased brand engagement and retention. By using an item that the owner will use repeatedly, it allows for the opportunity to keep an advertisement in front of them for the brand.

 

References

Alderton, M. (2010). Conference Bags Top List of Promotional Items at Events. Successful Meetings59(8), 8. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=64436992&site=ehost-live

AMI Graphics. (2017, March 16). Practical Branding with Pole Banners. Retrieved from https://amigraphics.com/blog/practical-branding-with-pole-banners

McCarthy, M., & Fram, E. (2008). Synergies of Promotional Products and Print Advertising in Building Brand Equity for a New Brand. Journal of Promotion Management14(1/2), 3–15. https://doi-org.oclc.fullsail.edu/10.1080/10496490802501661

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